“We are also seeing more and more concerns around when relationships between brands and influencers are less than an ideal fit,” said Rogier. “TrueVibe is designed to look at all aspects of what determines a successful collaboration, including making sure that values between brand and influencer are aligned, and that past experiences don’t negatively impact future campaigns. If you want to have someone represent your brand, communicate on your behalf, engage with your audience on your behalf, you need to make sure that they’re a good fit, that they represent your brand appropriately.”
Building relationships between influencer and brand
When working with influencers, brands often hand over a lot of responsibility. As an outsider to a brand, influencers are asked to represent brand message through content, as well as engaging with potential followers of the brand. Vero champions brands through the power of earned; building authentic and genuine relationships with influencers is a key part of this.
“TrueVibe helps us to make sure we’re pairing the right influencer with the right brand, so that influencers become natural advocates and so that everybody has a great experience working together,” says Rogier.
Influencers don’t seem to be going anywhere. “I think it’s just going to keep growing and evolving. The relationship between influencer and audience is so much closer than brand and audience right now. For audiences, there’s a growing thought that brands aren’t someone audiences can have a relationship with – which is where we come in. We want to help brands connect with and build better relationships with their audiences, leveraging the power of influencers and earned media,” adds Rogier.
For influencers, their entire business model is based on building relationships with audiences. Commenting, engaging, listening, adapting. “It’s easier to feel a connection when you can see the person behind the account – when they have a personality and a story that resonates. They somehow speak to you, your interests, and reflect your values. And you’re much more likely to follow an influencer’s recommendation because of this,” says Rogier.
Vero developed TrueVibe to connect influencers with brands, effectively building an authentic relationship with consumers.